Supply chain management review · 2008 · 11 citations · 0 references
BusinessStrategic ManagementSupply Chain ManagementBrand ManagementBusiness StrategyCompetitive AdvantageBrand CommunicationBrand DifferentiationBrand EquityBrand IdentityBrand StrategyService BrandingBrand Identity ManagementService Brand Differentiation
Subtitle: A fast-changing competitive arena has made it more difficult for third-party logistics providers (3PLs) to differentiate their services in the marketplace. But clear differentiation -- call it effective branding -- is essential to long-term success in this industry. Here are some steps that can help 3PLs sharpen their brand message and benefit the buyers of their services at the same time.